Foot Locker’s Innovative Retail Strategy to Court Sneakerheads

In this episode of The Speed of Culture podcast, Suzy founder and host Matt Britton speaks with Kim Waldmann, global chief customer officer at Foot Locker. Kim shares how Foot Locker is leveraging first-party data, creator partnerships, and a reimagined in-store experience to connect with the next generation of sneaker enthusiasts.

With leadership experience at Sephora and Athleta, Kim brings expertise in consumer marketing, digital innovation, and loyalty programs. At Foot Locker, she has shaped omnichannel experiences, reimagined store concepts, and built strategic partnerships, blending data-driven insights with creative storytelling to redefine the future of retail.

“Today, you have to get your brand codes right, you have to get your platform right, you have to have what you stand for right,” she says on the podcast. “But, ultimately, tastemakers and culture bearers are going to interpret that, and that’s actually what’s going to impact your customers at the end of the day.”

Listen to Kim Waldmann on The Speed of Culture podcast to learn how Foot Locker is shaping the future of retail, sneaker culture, and customer engagement.

Key takeaways:

02:12-03:17 Expanding Sneaker Culture — Kim shares how Foot Locker is unlocking the “inner sneakerhead” in everyone by expanding access to sneaker culture. Women’s sneakers are the fastest-growing segment, with many dressing “from the shoes up” and anchoring their style in sneaker fashion. Additionally, the blending of sports, music, and pop culture has made sneaker culture a central force in today’s cultural zeitgeist. By engaging diverse audiences and embracing new trends, brands can expand their reach and relevance in dynamic markets.

07:10-08:05 The Future of Brick-and-Mortar Retail — While many predicted the demise of physical stores, Kim explains why Foot Locker is proving the opposite with its Foot Locker Reimagined concept. Featuring trend zones, sizing experiences, and knowledgeable associates, these stores create immersive environments that digital channels can’t replicate. By elevating in-store experiences, brands can complement their digital strategies and create meaningful connections with customers.

11:59-13:11 The Power of Creator Culture — Kim emphasizes the shift from brands controlling narratives to tastemakers shaping customer perceptions. Highlighting the launch of Anthony Edwards’ AE1 basketball shoe, she explains how Foot Locker leverages creators and influencers to generate excitement and cultural relevance. By embracing creator partnerships, brands can amplify their reach and impact within key demographics, especially Gen Z.

14:59-16:12 Leveraging First-Party Data — First-party data is Foot Locker’s “marketing gold,” allowing the brand to deliver personalized, relevant experiences. Kim highlights how their revamped FLX Rewards program uses this data to tailor communications based on customer interests, such as basketball fans or style-focused shoppers. For brands, leveraging loyalty programs and first-party data is essential to creating impactful, personalized customer journeys.